Mercedes-Benz is targeting bloggers with a new social media competition called Race Around The Web, and is dangling a new B-Class as the prize.
The online game, created by Clemenger BBDO Melbourne, invites bloggers to create and share their own customised racing tracks. The game has also hidden five championship tracks around the web which users must compete on to be eligible for the prize.
There are also fortnightly prizes who find and complete the non-championship tracks. The competition runs until 9 September.
Mercedes-Benz Australia eMarketing manager, marketing communications Rebecca Williams said: “Three months ago we launched the Mercedes-Benz Facebook fan page and today we have over 10,000 fans. Ultimately, it's about engaging with new audiences and to do that, we must gain permission to start a conversation online.”
Clemenger BBDO Melbourne digital creative lead Tommy McCubbin said the campaign was based around entertainment and shareability.
He said: “Blogger love traffic to their site, and are always looking for new ways to provide engaging content. Race Around the Web gives bloggers the opportunity to design, build, and embed their own track in their blog, and allow participants to challenge their Facebook friends in a Mercedes-Benz Concept A-Class.”
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